pounds 30m media pitch for Sony Ericsson.(Brief Article)

The mobile phone manufacturer Sony Ericsson is reviewing its international media planning and buying account, which is estimated to be worth pounds 30 million.

The news is a blow to Mediaedge:cia, the global incumbent. Sony Ericsson is in the process of drawing up a shortlist of networks to pitch.

The company, which is a 50:50 joint venture owned by Sony of Japan and Ericsson of Sweden, is attempting to challenge Nokia's stranglehold on the market.

It sold eight million phones in the last quarter of 2003, 13 per cent more than a year ago, and was able to report a second consecutive quarter of profits after a run of losses.

The success of the T610 mobile phone, which combines Quickshare imaging and a built-in Music DJ feature, helped boost its sales.

The T610 was promoted with a global television, print and online campaign created by Bartle Bogle Hegarty and Dare Digital, with media planning and buying by MEC.

The TV spot followed the journey of a phone as it was passed between people, with each recipient reacting differently to the images on the screen. The soundtrack featured Marianne Faithfull in collaboration with Blur.